Campaign details

Brand: Teach for Qatar
Brand owner: Teach for Qatar
Lead agency: TBWA\RAAD
Country: Qatar
Industries: Charities & voluntary organisations
Media channels: Events & experiential, Other & ambient media, Outdoor, out-of-home, Print - general, unspecified, Television
Budget: Up to 500k

Executive Summary

Qatar is the richest country in the world, but its students scored at the bottom 8% in the world's scholastic performance, thus harming its National Vision 2030 goal of transforming into a sustainable knowledge-based economy. Teach For Qatar is a local NGO that recruits exceptionally talented young professionals to help solve this problem. Via a 5-month campaign that tapped into the youth's hunger to "lead", we received 250% more applications in the first 3 months of the campaign than the in the past two years combined. All, while elevating the perception of teaching in Qatar.

Market background and cultural context

Intrinsically Qatar